We were approached by the in-house marketing team for both Clydesdale Bank and Yorkshire Bank, to become their key copywriting resource and ensure consistency of tone and style across copy on and offline. With a high number of customer letters, product brochures, in-branch leaflets and marketing materials and new web pages created every month, ensuring consistency and maintaining high standards was proving difficult for the client’s small, time-poor in-house team.
In the first instance, we simply acted as the copywriting arm of the in-house marketing team, making sure two project managers and three writers were fully briefed on the tone and dos and don’ts from a compliance perspective. By keeping several members of the team up-to-speed, we built trust and loyalty with the client by being able to react quickly to urgent projects. We were also able to turn around high volumes of work to a very high standard and to tight deadlines.
As the volumes and variety of work increased, we set-up training sessions to bring two more writers on board. We also created a cost menu to make the project management side of the relationship more efficient for both parties and to ensure every project was entirely transparent.
From humble beginnings as the Banks’ writing resource, we have now become guardians of the new verbal identity. As well as writing all customer-facing copy for the brand, we ensure all copy written by the in-house team and their creative agency is on brand and consistent in terms of tone of voice and style.
Ascentric was successfully repositioned as an innovative, technology-led company, with a look that achieved real cut-through in the market and a renewed sense of pride amongst its employees.